Agri varsity’s Digital Agribusiness Lab powers rural dreams

In a state where agriculture is both heritage and livelihood, Punjab Agricultural University (PAU) is sowing seeds of a new kind of empowerment.

The agricultural university’s School of Business Studies (SBS) recently launched its Digital Agribusiness Lab, a platform designed to transform rural farmers into confident entrepreneurs.

For years, the School of Business Studies has quietly mentored budding agripreneurs — guiding them through product development, branding, packaging and marketing. Its physical laboratory

has served as a hands-on space where farmers and students could explore value-added agricultural products and understand market dynamics.

Now, with the lab going digital, that support is set to reach far beyond campus walls.

Empowering unseen entrepreneurs

The digital lab offers mentorship, product showcases and business-building resources — all accessible via smartphone. It’s a response to the growing need for visibility, confidence and connectivity in the agri-enterprise space. It is designed to serve farmers and rural youth who may lack access to formal training or urban networks. It offers virtual mentorship, product showcases and business development resources — all tailored to realities of rural enterprise. With growing smartphone penetration and social media use in villages, the lab provides a window into possibilities many hadn’t dared to imagine.

Dr Ramandeep Singh, Director of SBS and a veteran in agribusiness development, called the initiative “a bridge between knowledge and livelihood.” He emphasised that rural entrepreneurs often have ideas and drive — but need guidance to turn those into viable ventures.

Dr Navneet Kaur Gill, teaching assistant and the architect of the digital transition, spoke from lived experience. “Many farmers hesitate to step into agribusiness because they have never seen it done. This platform lets them visualise success, connect with mentors and build confidence,” she said.

A collective push for change

Faculty members, including Dr Sandeep Kapur, Dr Mohit Gupta and Dr Rakesh Rathore, hailed the lab as a tool for inclusive growth. “This isn’t just about business — it’s about dignity, self-reliance and rural transformation,” said Dr Kapur.

By digitising its agribusiness lab, the PAU is not only modernising its infrastructure — but also democratising opportunity. In a state where agriculture is both livelihood and legacy, the initiative could help rural communities reimagine their future as farmers and also entrepreneurs.